In late 2023, Activision reportedly leveraged generative artificial intelligence (AI) to develop an in-game cosmetic for its latest installment of Call of Duty. The publisher had previously endorsed the use of generative AI tools, such as Midjourney and Stable Diffusion, for concept art development as early as the previous year. By July, Activision expanded its AI initiatives by gaining access to OpenAI’s GPT-3.5 model, marking a significant shift in the company’s approach to generating concept art and marketing materials.
This information surfaced as part of a comprehensive Wired investigation scrutinizing the increased integration of generative AI in the gaming industry, which has been linked to job losses across various companies in the sector.
As outlined in the report, after granting approval for generative AI’s involvement in its projects, Activision assured its artists that these tools would be utilized solely for internal concepts rather than for “final game assets.” However, by the end of 2023, the company made the AI-generated cosmetic, linked to Call of Duty: Modern Warfare 3, available for purchase in its online store.
The specifics of the AI processes used in creating the cosmetic were not detailed in the report, but it does direct readers to the in-game item currently listed in the Call of Duty store. This AI-generated item is known as the Yokai’s Wrath bundle, which features a player skin, a weapon blueprint, a calling card, a sticker, and a loading screen graphic. Released in December 2023, the bundle is priced at 1,500 COD points, translating to approximately $15 or around Rs. 1,255.
The Yokai player skin featured in the Yokai’s Wrath bundle
Photo Credit: Activision
Furthermore, while Activision previously assured its staff that the introduction of AI would not lead to actual job losses, the scenario changed in December when Microsoft announced the elimination of 1,900 positions at the newly acquired Activision-Blizzard and its Xbox division. According to the report, among the impacted teams were 2D artists.
“Many 2D artists were laid off,” an anonymous Activision artist shared with the report. “The remaining concept artists were subsequently required to use AI to assist in their work,” they continued. The report also indicated that Activision employees were encouraged to engage in AI training.
In January, Microsoft confirmed the layoff of 1,900 employees across Activision-Blizzard and Xbox, representing nearly eight percent of the Microsoft Gaming division. The majority of these cuts were reported to take place at Activision-Blizzard, following Microsoft’s acquisition of the company, which faced a protracted legal challenge from the US Federal Trade Commission (FTC).
Similar job reductions have been observed at other major industry players, including Sony’s PlayStation division, Electronic Arts, and Take-Two, the developers behind Grand Theft Auto.
The rising prominence of AI in the public sphere has accelerated since the release of OpenAI’s ChatGPT chatbot in late 2022. This technology has sparked considerable debate within creative circles, as AI companies have faced criticism and legal actions for allegedly utilizing unlicensed content such as articles, music, artwork, and films to train their models.
The gaming industry is now grappling with the adoption of AI in development processes, with several leading studios expressing interest in this technology. Reports earlier this year indicated that Microsoft is testing an AI-driven chatbot for its Xbox platform. Additionally, in November 2022, Microsoft revealed a partnership with Inworld AI to develop tools that would allow game developers to create characters and generate scripts and quests automatically.
Last month, Ubisoft CEO Yves Guillemot acknowledged the potential applications of generative AI in video game development during an interview posted on the company’s website. “I have consistently highlighted the possibilities I see in generative AI and its capacity to enhance non-playable characters (NPCs), making them more intelligent and interactive,” Guillemot remarked. “This might extend to animals in gaming environments, as well as to the worlds themselves.”
